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I’VE JUST CRAFTED THE
PERFECT TWEET!

GROWING YOUR BUSINESS
WITH CONTENT MARKETING
ABOUT LAUREN LICATA

CONTENT MARKETING MANAGER,
BASE CRM
@LAURENLICATA
LAUREN.LICATA411@GMAIL.COM
WWW.CONTENTPROWESS.COM

...
PETE

WHO IS YOUR CUSTOMER?
HOW DID YOU USED TO REACH PETE?

PAID MEDIA
OWNED MEDIA

EARNED MEDIA

HOW SHOULD YOU REACH PETE TODAY?
WHY?
HE SKIPS TV ADS WITH DVR
HE UNSUBSCRIBES FROM EMAIL
HE DOESN’T READ DIRECT MAIL
HE ADDED HIMSELF TO THE NO CALL LIST
86% SKIP TV ADS WITH DVR
91% UNSUBSCRIBE FROM EMAIL
44% DON’T READ DIRECT MAIL
200M ON THE NO CALL LIST
BUT HE
LOVES GOOGLE!

88% OF US INTERNET USERS AGES 14+
BROWSE OR RESEARCH PRODUCTS ONLINE
HOW SHOULD BRANDS ADJUST FROM
PUSH MARKETING (OUTBOUND) TO
PULL MARKETING (INBOUND)?
CONTENT MARKETING
WHAT IS CONTENT MARKETING?

Content marketing is the process of developing and
publishing branded content to acquire new
c...
CONTENT COMES IN MANY FORMS
Blogs
Ebooks
Videos
Images
Email Campaigns
Webinars
Podcasts
Case Studies

HTTP://WWW.PROGRESS...
GOOGLE TRENDS
• CONTENT 2020 PLAN
• 2008 BEIJING OLYMPICS - SPONSORSHIP = 9 AD
EXECUTIONS

• 2012 LONDON OLYMPICS - SPONSORSHIP = 120
PI...
Family-owned, pool company in Virginia grew to be one of the
largest of its kind in the world (due to content marketing
ef...
HOW?
BUILDING YOUR CONTENT
MARKETING STRATEGY

VISIT CONTENT MARKETING INSTITUTE FOR MORE INFORMATION!
WHAT WE’RE REALLY TALKING
ABOUT IS MOUSE TRAP.
1. DEFINE YOUR MARKETING PROCESS
How your customer proceeds through your sales and marketing funnel.

Visitor

Engaged
Vis...
2. UNDERSTAND YOUR
CUSTOMERS BUYING CYCLE
BACK TO EDUCATION

AWARENESS/
EDUCATION

EVALUATION
INFORMATION
OF
SEARCH
ALTERN...
3. DEVELOP CUSTOMER PERSONAS

Personas ≠ Demographics (age/race/gender)
Figure out who you are talking to - makes writing ...
4. CREATE YOUR BRAND STORIES
What do you want people to know about your company/product?
What business are you really in?
...
5. MAP EXISTING CONTENT AGAINST
ENGAGEMENT CYCLE
Helps identify gaps in your content & helps to prioritize
Take inventory ...
6. ASSEMBLE YOUR TEAM
CCO

• Owns content initiative - executes content goals
• Integration of marketing and content inclu...
7. DEVELOP EDITORIAL STYLE GUIDE
Content Mission/Brand Story Themes
Personas
Tone - playful, witty, professorial
Topic exa...
8. DEFINE YOUR METRICS

VISITORS

CONVERSIONS

ENGAGEMENT

UNIQUE BLOG VISITS
WEBSITE VISITORS
QUALITY OF VISITORS
PAGES/V...
9. CREATE YOUR EDITORIAL
CALENDAR
Map your brand stories to channels, dates, and specific topics.
At least 2 weeks in advan...
10. DEVELOP YOUR DISTRIBUTION
STRATEGY
PUBLISH, LISTEN, MEASURE, REPEAT
SOURCES:

CONTENT MARKETING INSTITUTE
MANAGING CONTENT MARKETING
EXACT TARGET
A QUICK INT...
TAKEAWAYS

1. CONTENT MARKETING IS A MARATHON, NOT A SPRINT DITCH CAMPAIGN MENTALITY
2. MARKETING TECHNIQUES CHANGE, GOOD ...
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Growing Your Business With Content Marketing

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Published on

If you're marketing your business online, you can't escape content marketing. This presentation, originally given at the Apple Store North Michigan Avenue explains how you can use content marketing to drive cost-effective leads and develop a community of devoted customers.

Published in: Marketing, Business, Technology

Growing Your Business With Content Marketing

  1. 1. I’VE JUST CRAFTED THE PERFECT TWEET! GROWING YOUR BUSINESS WITH CONTENT MARKETING
  2. 2. ABOUT LAUREN LICATA CONTENT MARKETING MANAGER, BASE CRM @LAURENLICATA LAUREN.LICATA411@GMAIL.COM WWW.CONTENTPROWESS.COM THIS PRESENTATION WAS ORIGINALLY GIVEN AT THE APPLE STORE, NORTH MICHIGAN AVENUE, CHICAGO, IL
  3. 3. PETE WHO IS YOUR CUSTOMER?
  4. 4. HOW DID YOU USED TO REACH PETE? PAID MEDIA
  5. 5. OWNED MEDIA EARNED MEDIA HOW SHOULD YOU REACH PETE TODAY?
  6. 6. WHY?
  7. 7. HE SKIPS TV ADS WITH DVR HE UNSUBSCRIBES FROM EMAIL HE DOESN’T READ DIRECT MAIL HE ADDED HIMSELF TO THE NO CALL LIST
  8. 8. 86% SKIP TV ADS WITH DVR 91% UNSUBSCRIBE FROM EMAIL 44% DON’T READ DIRECT MAIL 200M ON THE NO CALL LIST
  9. 9. BUT HE LOVES GOOGLE! 88% OF US INTERNET USERS AGES 14+ BROWSE OR RESEARCH PRODUCTS ONLINE
  10. 10. HOW SHOULD BRANDS ADJUST FROM PUSH MARKETING (OUTBOUND) TO PULL MARKETING (INBOUND)?
  11. 11. CONTENT MARKETING
  12. 12. WHAT IS CONTENT MARKETING? Content marketing is the process of developing and publishing branded content to acquire new customers and increase business from existing customers.
  13. 13. CONTENT COMES IN MANY FORMS Blogs Ebooks Videos Images Email Campaigns Webinars Podcasts Case Studies HTTP://WWW.PROGRESSIVE.COM/ UNDERSTANDING-INSURANCE/ENTRIES/ 2013/4/16/FLYING_FURNITURE__A/ Guides/Customer Support Articles Social Media Paid (Sponsored Content, Ads (TV, Radio, Magazine, Social Media, Banner, etc.)
  14. 14. GOOGLE TRENDS
  15. 15. • CONTENT 2020 PLAN • 2008 BEIJING OLYMPICS - SPONSORSHIP = 9 AD EXECUTIONS • 2012 LONDON OLYMPICS - SPONSORSHIP = 120 PIECES OF CONTENT • WE HAVE A VOLUME CONUNDRUM!
  16. 16. Family-owned, pool company in Virginia grew to be one of the largest of its kind in the world (due to content marketing efforts and an incredibly popular swimming pool blog)
  17. 17. HOW?
  18. 18. BUILDING YOUR CONTENT MARKETING STRATEGY VISIT CONTENT MARKETING INSTITUTE FOR MORE INFORMATION!
  19. 19. WHAT WE’RE REALLY TALKING ABOUT IS MOUSE TRAP.
  20. 20. 1. DEFINE YOUR MARKETING PROCESS How your customer proceeds through your sales and marketing funnel. Visitor Engaged Visitor LEAD Trial Account Retain/Upsell Evangelism CUSTOMER MEASURE THE DROP-OFF IN BETWEEN EACH STAGE
  21. 21. 2. UNDERSTAND YOUR CUSTOMERS BUYING CYCLE BACK TO EDUCATION AWARENESS/ EDUCATION EVALUATION INFORMATION OF SEARCH ALTERNATIVES PURCHASE DECISION POST PURCHASE EVALUATION
  22. 22. 3. DEVELOP CUSTOMER PERSONAS Personas ≠ Demographics (age/race/gender) Figure out who you are talking to - makes writing content for them much easier! Create a persona for each key customer. Answer these questions: Who are they? / What is their need? / Why do they care about our company? / What is the EVP we offer them?
  23. 23. 4. CREATE YOUR BRAND STORIES What do you want people to know about your company/product? What business are you really in? Develop your brand “pillars” that all of your content will ladder up to. EDITORIAL FOCUS ON “CUSTOMER PAIN” - THE STATUS QUO. EDITORIAL FOCUS ON QUESTIONING THE WAY THINGS ARE. BUT...A NEW WAY IS COMING CHALLENGE STATUS QUO EDITORIAL FOCUS ON HOW YOUR BRAND SOLVES YOUR CUSTOMER’S PROBLEMS. A NEW WAY IS HERE!
  24. 24. 5. MAP EXISTING CONTENT AGAINST ENGAGEMENT CYCLE Helps identify gaps in your content & helps to prioritize Take inventory for all personas Buying Cycle Marketing Cycle Education • Visitors Blog Persona #1 • Visitors • Leads Alternatives •Leads •Visitors Decision • Customers Ebook Free template Newsletter X X Webinar Blog Post-Purchase Evaluation • Customers Customer Service/ Support Articles Blog Video Persona #2 Info Search Blog Case Studies Customer Newsletter X X X
  25. 25. 6. ASSEMBLE YOUR TEAM CCO • Owns content initiative - executes content goals • Integration of marketing and content including social media • Audience development • Budgeting & measurement Editor(s) • Grammar/style corrections • Search engine optimization (SEO) of posts • Tagging and images • Keyword selection Creators • Write the content (subject matter experts or freelancers) • Videographer Designer • Interface designer (if web initiative like landing pages, mobile app) • PDFs/ Keynote presentations/ ebooks, etc.
  26. 26. 7. DEVELOP EDITORIAL STYLE GUIDE Content Mission/Brand Story Themes Personas Tone - playful, witty, professorial Topic examples Length & style of blog posts/ebooks etc. Spelling/Grammar guidelines - Chicago vs. AP Manual of Style
  27. 27. 8. DEFINE YOUR METRICS VISITORS CONVERSIONS ENGAGEMENT UNIQUE BLOG VISITS WEBSITE VISITORS QUALITY OF VISITORS PAGES/VISIT BOUNCE RATE FREE TRIALS PAID ACCOUNTS SUBSCRIBERS CUSTOMERS/CLIENTS LEADS COST/CUSTOMER SOCIAL REACH BLOG COMMENTS SM TRAFFIC
  28. 28. 9. CREATE YOUR EDITORIAL CALENDAR Map your brand stories to channels, dates, and specific topics. At least 2 weeks in advance 1. Topic 2. Author (Creator) 3. Format (Keynote, Word, Video, PDF, etc.) 4. Draft Due Date 5. Publication Date 6. Publishing Location (Your Blog, SlideShare, Guest Post, etc.)
  29. 29. 10. DEVELOP YOUR DISTRIBUTION STRATEGY
  30. 30. PUBLISH, LISTEN, MEASURE, REPEAT SOURCES: CONTENT MARKETING INSTITUTE MANAGING CONTENT MARKETING EXACT TARGET A QUICK INTRODUCTION TO CONTENT MARKETING HUBSPOT COPYBLOGGER Once everything is in motion, you can see the momentum that your content marketing machine has. It all leads to getting the cheese to where the customer can find it.
  31. 31. TAKEAWAYS 1. CONTENT MARKETING IS A MARATHON, NOT A SPRINT DITCH CAMPAIGN MENTALITY 2. MARKETING TECHNIQUES CHANGE, GOOD STORIES DON’T 3. CONTENT MARKETING IS JUST MARKETING - BUT WE NEED A NAME FOR IT (FOR NOW)

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